MercoPress. South Atlantic News Agency

Chilean Wines Hope to Become UK Leader.

Conquer the United Kingdom as one of the main Chilean wine importers and extending the availability of the wines were the main objectives of the Annual Trade Testing, an event organised in London by Wines of Chile.

The UK market currently receives 20% of Chilean wine exports, which in 2003 signified sales of U$ 128 million.

There were over 500 people present at the meeting among importers, distributors and specialised press, who were able to taste the wines too. "This country is the one that imports most wine in the world and it still has enormous potential. It's an expanding market from which Chile can benefit as it is in a very good position and growing at a rate of 15%," said Ricardo Letelier, manager of Wines of Chile.

The entity was set up in July 2002 to strengthen the image of Chilean wine and represent wine producers interests. Since then it opened an office in London and has been able to increase the sale of wine significantly, obtaining a 6% share of the United Kingdom market and sixth place in the ranking of wines sold in the country.

During the first six months of 2004, sales increased 15% and Chile was among the three most mentioned countries by the specialist British press. Market studies show that Chilean wine has attained a better image in the eyes of the British consumer, who is prepared to spend more money on the products.

Once Chilean wine consolidates sales of wines which cost less that £4.99 a bottle the exporters aim is the next step of the market between £5 and £10.

"In the long term we want to concentrate on the wine with greater added value, because it is the only way we can have a healthy industry. Partly because the more expensive wines are more profitable, but also because they allow us to cope better with fluctuating exchange rates" said Letelier.

The 89 participating vineyards in the Annual Trade Tasting included already well known firms in the United Kingdom such as Concha y Toro, Cono Sur, Valdivieso, Santa Rita and San Pedro and some top class ones such as Casa Marin and Leyda. "This event is important to us as it is the best place to meet purchasers and the specialist press," said Cristian Lopez from Concha y Toro, the only Chilean make to be among the top twenty for value. There aim is to be among the top ten.